CONTEXT & SIZING

Commerce Manager is a platform for retailers on Facebook and Instagram, that requires clarity due to its extensive functionality supporting Shops, and is valued at over $1 billion. Ease of use is crucial.

Trends in customer support and error cases showed that sellers often faced challenges with supplying product attributes from multiple sources, which can be costly.

This platform powers Meta ads, contributing to a significant portion of the $31.5 billion in revenue year-over-year in 2022.

PROCESS & SOLUTION

I worked with customer support and data scientists to identify significant user problems, which were confirmed through user interviews.

Sellers faced catalogue inconsistencies when providing product attributes from multiple sources.
 

Solution:
 

• Mapped the end-to-end flow and identified friction points, areas with higher drop-off rates, and bottlenecks.

• Interviewed product users to establish pain points, goals, and 'jobs to be done'.

• Implemented a new information architecture and flow to solve user problems and simplify technical terminology.

• Created a terminology guide for consistent feature naming and definitions.

• Audited and revised 100+ error messages originally written by our engineers in order to make them easy to understand and offer actionable solutions to our users.

• Collaborated with partner company Shopify to create a consistent flow between our two platforms.

The result was that our users could view data source history for their product attributes and had access to a new guided flow to address fixes.

Initially released to enterprise clients, we gradually rolled it out to the North American market after user interviews and iterative improvements.

This resulted in substantial revenue increase and a significantly improved user experience.